NextMark released its fourth quarter 2008 data card quality report this morning, revealing those list managers who are actively engaged in updating their data cards and those who are not. Among the findings were emerging list managers with expanded data card portfolios in the 500+ data category.
You wouldn't serve a t-bone on a trash can lid, so why would you represent a high quality mailing list with a poor quality data card? While list quality and data card quality are mutually exclusive, counts are changing all the time and a neglected data card could be a warning sign of a neglected list. It is important to keep this information up to date. With 40 percent of direct marketing success is contingent on list selection, mailers and list brokers need quality data cards to make the best purchasing decisions.
List managers may use the free data card publishing wizard to post and update their data cards online. There is also a user-friendly video tutorial (about 20 minutes long) that provides step-by-step instructions for publishing data cards online.